| Ashley Griffin is a front desk customer service and sales trainer for Crystal Focus Salon Coaching. She worked in Tampa, Florida, as a salon coordinator and manager at a renowned model and touring salon for Summit Salon Business Center while pursuing her Bachelors of Arts degree in Social Science. Upon graduation, she realized that her intended goal of becoming a history teacher was being replaced by a new goal. She completely fell in love with the salon industry. Ashely now fulfills her desire to teach others through her responsibilities as a Crystal Focus coach.|
There are so many benefits to having your salon front desk professionals knowledgeable about the retail styling products that you carry. Occasionally, a customer may walk in from the street looking for a quick product and won't have the time to consult with a stylist, or the stylist may simply forget to recommend a professional product to their client. At that time, your front desk staff should use training on your retail offerings to stoop in and assist in a potential product sale.
Start with your top 10 selling products. The first way that your front desk team can be prepared for selling product is by being trained on the benefits and features of your top 10 selling products. Most salon computer software systems can run a report to tell you what products are sold the most. If your software cannot do that for you, poll the stylists to see what their favorite recommended products are. Once you have that report, have your team complete the Product Training Worksheet. Hand it to every member of your front desk team, and once they've had a few days to memorize the handout's contents, you can pop-quiz them to see if they've retained this new information! It may even benefit them to role-play a selling situation with you (the salon owner or manager) pretending to be the customer walking in the salon from the street looking for a hairspray. Ask them to help you find the spray and see how they use the key information you gave them to create a sale.
Focus on one product a week. Another way you can assist your front desk in learning about retail products is to pick a product every week and focus on it as the add-on to every retail or service sale. Post a flyer in the back room with a photo of the product and 10 facts that they can learn about it to effectively link the product to other purchases. Again, role-play the act of checking out a service with one retail item and see how they use the information given tothem to suggest the additional item creating a larger retail purchase.
Promote accountability for self-education. One of the best ways that they can learn about the products they are responsible for selling is to have them educate themselves! Retail suppliers are always sending informational packets about their product to give to customers to tell the benefits and features of their styling agents. When a new shipment comes in with product literature, set aside one for each front desk staff member. Also, during the slow times in the salon, see that they are being proactive with their learning by having them go on the product supplier's website to research products both current and new!
Knowing all that they an about your salon's products is the most effective way to ensure that your front desk team will offer retail purchases to every customer that walks in the door. It is important for them to not just ask if they need a shampoo, but to effectively know what shampoo works for which hair type and why. Educating them on styling products also makes sure that they aren't recommending the wrong product to your clients—ensuring a happy customer who is likely to come back and buy more once they run out of their current supply!
CLICK HERE for ways in which you can accurately track how retail sales made by your front desk team are improving the sales of your salon.